Former Great British Bake Off winner Jo Wheatley is backing the Rainbow Trust’s charity event, The Big Hour Cake Sale.

The annual fundraising and awareness campaign, which is sponsored this year by flour supplier G R Wright & Sons’,  takes place on 21–27 October 2013.

People are urged to use the “extra hour” they gain, when the clocks go back this October, to get baking to help families who are acutely aware of just how precious one hour really is.

David Wright, managing director of Wright’s, said: “We have all been incredibly impressed with the great work the Rainbow Trust Children’s Charity undertakes and feel honoured to be supporting such a worthwhile cause. 

“It’s also great news that TV baking star and best-selling author Jo Wheatley is supporting this year’s efforts, as she perfectly highlights the fun and creativity that comes with home baking. We hope the association with ‘The Big Hour Cake Sale’ enables us to engage with new customers, but urge our existing Wright’s customers to visit and support such a special charity.”

The Big Hour Cake Sale marketing campaign will include PR, social media, digital and direct marketing, advertising and fundraising events.

Wright added that ‘The Big Hour Cake Sale’ coincides with the autumn launch of Wright’s pastel-coloured packaging and new slogan: Little Bag. Lots of Cake.

“The new packaging, designed very much with the younger generation in mind, also comes with ‘back of pack’ recipes on how, from just one mix, you can make: a single cake, 24 cupcakes, 12 muffins or a tray bake,” he said. “We hope this will encourage would-be bakers to donate their extra hour and get baking for such a worthy cause.”

Wright’s cake mixes are available in a range of five flavours: carrot, ginger, madeira, chocolate fudge and toffee, and only require the addition of oil and water.